Packing a killer punch, again

Heinz’s easy-squeeze, "upside-down" plastic bottle was a bit of packaging genius. It solved a real problem (ketchup getting stuck in the bottle). And it was sold at a premium to the iconic glass bottle, making it more profitable.

And now Heinz have come up with another pack that will soon be jumping off the supermarket shelf into my shopping trolley: a re-edition of the squeezy tomato. It reminds me of the packs you get in New York diners. And I just know my 3 girls will love it.

Yet another example of how powerful a source of differentiation packaging really can be.